MGK
A cinematic identity for a track that carries real weight. MGK needed 5:3666 given a visual world equal to the emotion in the record, which meant treating a music video as a short film rather than a performance capture. The project ran end to end, from the first concept through to the final grade, with the same hand on the storyboard and the sound design.
Deliverables
Concept
Storyboarding
Location and talent
On-set direction
Post, colour and sound
Date
2019
Client
Universal Music Group
Industry
Music
A cinematic visual identity directed to carry the song's emotional weight, held consistent from storyboard through to colour and sound.
Built for the frame
Rhythm and narrative
The video became one of the most visible credits in the catalogue. Concept, storyboard, location, direction, colour, and sound stayed under one hand from the first frame to the final grade, which is what kept it a short film rather than a sequence of good images.
Universal Music Group
Project outcome, 2019